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Showing posts from July, 2020

What's in a (Business) Name?

People often stress about picking a business name, especially if they are new to doing business. On the one hand, that's not unreasonable. On the other hand, you really shouldn't overthink it at this stage. First, An Anecdote I worked at Aflac for a few years. I've never personally tripped across an official telling of this story anywhere, though I have tried to tell it on various blogs (probably all redacted) and in forum comments. Aflac's actual name is American Family Life Assurance Company . Aflac is really an acronym for their legal name. So it's sort of like going by your initials or a nickname. Everyone knows Bill is short for William, so no one acts like you are trying to fool people or deceive them if you introduce yourself as Bill and go by that name socially, even though your bank account says William They were originally incorporated under the name American Family Life Insurance Company . According to stories I heard internally while I worke